Company offers to fund public contest for new logo, aircraft livery and marketing campaign
ISLAMABAD: Canva has proposed organising and funding a nationwide design competition to help redefine the brand identity of Pakistan International Airlines (PIA), inviting Pakistanis to contribute ideas for the national carrier’s new look under its prospective new ownership.
In a LinkedIn post, Canva General Manager for the Middle East, North Africa, Afghanistan and Pakistan, Ahmed Iqbal, said the company hopes to engage with PIA’s leadership to discuss the initiative.
According to Iqbal, the proposed competition would cover the redesign of the airline’s logo, brand guidelines, aircraft livery and relaunch marketing campaign. He said the project aims to encourage public participation while helping rebuild confidence in the airline.
Promoting the initiative under the slogan “Designed by Pakistanis, for Pakistan,” Iqbal added that Canva is prepared to sponsor the competition with substantial prize money for winning entries.
Proposal highlights cultural heritage
Iqbal described PIA as an airline with a rich aviation legacy and said its transformation presents an opportunity to celebrate Pakistan’s creativity and design heritage.
He also shared concept images of aircraft featuring Ajrak-inspired artwork, explaining that the designs were created using Canva and Affinity. He suggested that a nationwide competition could generate even more innovative ideas from designers across the country.
Online reactions remain divided
The proposal sparked discussion on LinkedIn, with users expressing both enthusiasm and reservations. Supporters welcomed the idea, saying it could showcase Pakistan’s cultural identity and provide a platform for emerging designers to demonstrate their talent.
Others, however, questioned the practicality of elaborate aircraft liveries. Some users noted that heavier paint schemes could increase aircraft weight and operating costs, while darker colours might absorb more heat and raise cooling requirements.
Several commenters also pointed out that many airlines favour predominantly white aircraft because they simplify maintenance, improve heat management and reduce long-term operating costs.
PIA has not publicly responded to the proposal, and no discussions or partnership between the airline and Canva have been officially announced.
